Let’s skip the boring speak about whether or not AI will take your social media job — generative AI is a device, like an Excel spreadsheet or Canva. In the suitable arms, it might probably make your job simpler and take your work to the following degree. Within the mistaken arms, it might probably open you to authorized points and, the gravest sin of all — make you boring.
Listed here are a couple of ideas for getting probably the most out of this new device — with out sacrificing what makes you so good at your job.
Do
- Do use AI for concepts or fundamental content material
AI can supply productiveness positive aspects that provide you with a springboard to your personal creativity. As an example, ask a generative AI program like Chat GPT to present you concepts for Threads posts that may attraction to busy Millennials with youngsters. Be as particular as you possibly can with the viewers you need to attain and the platform you hope to make use of the content material on. You’ll get again a handful of concepts — most of that are fairly middle-of-the-road. However you possibly can take these concepts and mould them into one thing higher and extra artistic. It’s simpler than going from a chilly begin to quest for an concept.
Likewise, in the event you’re in a rush and want an ordinary put up — for instance, now we have a sale on Saturday, a promo for a weblog put up and so forth — ask for a primary draft. Once more, it’ll be truthful to middling work, however a couple of tweaks can get you a serviceable put up in a brief period of time.
- Do edit liberally
The important thing to all these duties is to make every bit of content material your individual. You need to put your individual model voice and spin on the content material. Generative AI content material is bettering on a regular basis, however it might probably’t perceive how every social put up suits in together with your total technique. It could’t match your information of name voice and viewers. It could’t be half as humorous as you will be. So, take what you get as solely your place to begin — by no means the tip.
- Do make good pals with authorized
There have been many a meme concerning the sometimes-antagonistic relationship between the authorized and social departments. And sure, generally they will really feel just like the enjoyable police. However what’s actually not enjoyable? Getting your organization sued. Generative AI stays a very unsettled subject legally, particularly in the case of audio, video and visible purposes. Make sure you’re being fully clear with the authorized division about the way you’re utilizing AI — and don’t be shocked in the event that they err on the aspect of warning (as standard).
Don’t
- Don’t sacrifice your creativity
Generative AI isn’t artistic. It could’t generate one thing actually new — all it might probably do is take enter that people have made and mash all of it collectively into one thing that seems new. However it might probably’t provide you with an awesome play off that viral meme. It could’t write and movie a TikTok that makes use of cultural context to utilize a hilarious trending sound. It could’t provide you with thought management that may actually elevate the chief you’re working with. Solely you are able to do these issues. Don’t outsource a lot work that your social accounts develop into mashed-potato bland. All the time, all the time add your individual spice. It’s good to your viewers and your job safety.
- Don’t belief anybody
Naturally, you’re utilizing AI in a accountable, legal-compliant means. However not everyone seems to be. AI will open your model to misinformation, lies and deepfakes. You have to redouble your efforts at social listening to catch these harmful posts as quickly as attainable so you possibly can report them to the platform in query and deploy counter-messaging that shares the actual messages your viewers wants to listen to.
Don’t miss PR Each day’s 2023 Social Media Methods Digital Convention to be taught extra techniques for cracking the code of probably the most influential platforms in the present day.
Allison Carter is govt editor of PR Each day. Observe her on Twitter or LinkedIn.
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